PPC and SEO are different strategies for online advertising, but they often overlap. While Google Ads and PPC campaigns are a form of paid advertising, SEO is focused on organic results. Google Ads campaigns appear at the top of the search results page and are usually the first listings a client will see.

SEO involves using keyword optimization and backlinks to improve your ranking within the organic search listing (underneath the paid ads). SEO is a long-term strategy that delivers compounding results over time, but it doesn’t deliver results as quickly as PPC.